These kinds of posts were said to have made up the majority of the best-performing posts on social media in terms of engagement and derived value. Horizm observed that branded social content particularly went down well with fans, given it allowed for a variety of content that was more entertaining or insightful in nature. In terms of content that derived the most value, full time match posts were collectively valued at €57.7 million (US$62.6 million), ahead of birthday-related content, which had a valuation of €45.96 million (US$49.89 million) and historic content, which was generated €44.5 million (US$48.3 million). When it comes to types of posts, match announcements generated the highest level of engagement, with historical team content and pre-event warm up posts ranking just behind. Gaming giant EA Sports topped all brands by generating 68.3 per cent of the category’s value, with rival Konami contributing the next-highest share with 18.2 per cent. Entertainment and media-affiliated companies sponsored the third-highest proportion of posts, with 12.4 per cent allocated to that vertical. Second-placed Qatar Airways trailed behind, accounting for 9.5 per cent of the sector’s value. The travel sector meanwhile activated 17.2 per cent of all posts, with airline Emirates flying the flag by generating 75.4 per cent of that segment’s total value.

Of those posts, Adidas was responsible for 62.41 per cent of the derived value, significantly ahead of rivals Puma, which contributed 12 per cent of value. The research revealed that apparel brands led the way in terms of digital activations, with that sector responsible for 21.1 per cent of all branded content. The study looked at the digital content that is being utilised by sports partners, assessing more than 590 brands in total.

The sports data and insights agency’s ‘2023 Digital Value of Fans’ report found that there are vast amounts of digital sports content that brands could tap into, demonstrating the growth potential still unrealised by the properties sitting on that inventory. Premier League and LaLiga found to have largest audiences and value generatedīrands activating posts with sports partners generated €79 million (US$85.73 million) in media value over the last year, despite having made use of just two per cent of all digital inventory, according to a new study from Horizm.Branded full time match content valued at €57.7m.

Digital media activation